This is another general rule based on what I see clients going through: there is too much unfocused energy directed towards “social media.” An agency (marketing or web) sells a package of services and then starts executing on everything all at once. There are two big reasons not to do this:
- You can’t figure out ROI if you’re not focused on one area enough to gauge it meaningfully.
- You’re just setting up your web presence to be out of your control
Say you start Twitter, Facebook, Pinterest, and an email campaign. This proceeds just fine for a while but you’ll see that it often takes a tornado of activity to maintain all these simultaneous presences.
So then you stop using the agency who sold you on that strategy. Who manages it now?
Like with the comments on your blog, it’s best not to have a presence that isn’t engaged. And unless you can afford to keep a person employed managing all those different social media accounts, it’s just overhead you’ve added on top of your web workload.
So when someone tries to sell you on a social package, focus. Ask for a strategy for one network at a time so you can measure ROI and make informed decisions about the next area to develop.